Your Guide to Call Centre Analytics & Its Impact on Business Growth

Phone calls consistently deliver the highest conversion rates across all lead sources. Using the right call centre analytics and call distribution software, you can convert up to 15× more leads than text chats. Proper analytics makes every call targeted, timely, and productive.

Call analytics reveal key call insights, helping you turn calls into revenue while better understanding customer needs and optimising call flow.

“I think more companies will explore ways to stop relying on third-party data suppliers and sources by bringing it all under one roof so they can analyse the right things and then make the right decisions. A big change is that more of the industry is becoming real-time, so we’re making sure we bring everything into a real-time space where you can roll with the punches and adapt and optimise things on the fly.” — David Pickard, CEO at Phonexa

Whether your calls come from pay-per-call campaigns or organic traffic, the right call analytics can boost both customer satisfaction and revenue.

Book a demo and learn how Phonexa can help you fine-tune your call flows.

Read on to see how advanced call centre analytics can drive business growth.

What Is Call Centre Analytics?

Call centre analytics software analyses, tracks, and routes inbound and outbound calls. It also assigns call tracking numbers and collects caller data to help craft targeted marketing campaigns.

Here’s a nuance: Call centre analytics primarily analyse calls, but most companies also require tracking and routing features, making these tools comprehensive for managing calls from start to finish.

Phonexa’s performance marketing software suite includes call routing, call recording, IVR, ping tree, call logging, and more, helping you create omnichannel strategies rather than isolated campaigns.

 

Phonexa reveals insights about web leads and calls to help optimise your call flows and campaigns — a perfect solution for advertisers, affiliates, networks, lead generators, and brands relying on calls as an essential revenue source.

Why Use Call Centre Analytics?

Multi-channel attribution	Integrating analytics data with your martech stack results in a more unified view of customers and call campaigns, as well as increased personalisation opportunities.
Consumer behaviour insights	Analysing customer conversations helps understand product perception and improve user experience.
Improved campaign performance	Tracking call sources identifies which messages drive quality leads, enabling better funnel conversion through optimised resources and strategies.
Automated content analysis	Boost sales by analysing lead quality, caller needs, trends, and key performance metrics.
Improved employee productivity	Using IVR and smart routing speeds deal closing and helps spot issues and opportunities.

Call analytics unlocks your call centre’s potential, maximising value from every call with detailed reports and attribution.

Take a product tour and see Phonexa’s call centre analytics in action.

The Data You Can Analyse with Call Centre Analytics Solutions

Call Volume	Tracking inbound call volume can provide valuable insights, from the best time to initiate outbound calls to many other patterns. Call centre analytics can ensure continuous optimisation of customer service.
Call Source	Data attribution allows you to pinpoint digital and offline marketing channels that drive the most profitable calls. Then, you can make educated decisions about budget allocation and effort focus.
Average Call Duration	Measuring average call duration can help you optimise customer service operations for more efficiency and lower costs. This way, you can identify how to handle more calls while providing a high-quality customer experience.
Conversion Rate Optimisation	Heatmaps and session recordings offer invaluable insights into how webpages can be further improved for conversion rate optimisation specialists, lead generation professionals, and publishers alike. Likewise, attributing inbound calls ensures an accurate understanding of how long it may take the lead to convert into a sale, a vital piece of information that can refine your call campaigns.
Lead Quality	Tracking and analysing call leads ensures that marketing experts and sales representatives have all the necessary information for informed decisions, from a customer’s willingness to buy your product to the quality and intent of the leads.
Call source data	Marketing channels, ad campaigns, webpages, touchpoints, and keywords that prompted the call are invaluable in separating profitable and unprofitable call channels.
Call data	Phone number, timestamp, time spent in the call queue, hold time, and other data collected before and during the call can be used to improve the caller experience and distribute callers more effectively
Caller’s data	The caller’s name, ID, geographic location, device, score, and sentiment analysis can be used to personalise callers’ experiences throughout their journey, including IVR and live conversations.
Operator’s performance	Call outcomes, conversion rates, customer satisfaction rates, individual performance, and issues encountered during calls can help evaluate the performance of your sales and customer support representatives and align your call flows accordingly.

 

Call Analytics vs. Call Tracking

Call analytics provides value only if data is collected first. That’s why call centre analytics usually pairs with call tracking systems, enabling seamless data collection and analysis without switching between tools. 

Phonexa’s Call Logic integrates analytics, tracking, and routing, managing everything from caller data collection and routing to live and historical call analytics. 

Learn more about our core call processing software:

 

Combined with tools like Phonexa’s HitMetrix for recording user behaviour, call analytics provide insights into caller actions on-site, helping optimise customer journeys beyond calls. 

Conversation intelligence and AI speech analytics reveal deep insights into calls, highlight coaching opportunities, and identify key phrases that mark critical call moments.

How to Choose a Call Centre Analytics Solution for Your Business

Many providers offer basic inbound call data, but true marketers dig deeper to uncover all available insights. By exploring a provider’s full capabilities—from detailed conversation capture to intent and outcome analysis—you maximise ROI and improve customer experience. When evaluating call analytics software, ensure it provides comprehensive insights for every call on your business line. 

Key questions to ask:

• Which providers comply with privacy laws, such as GDPR?
• Are call recordings and transcriptions accurate?
• What insights and data can be captured?
• How easy is data access and report generation?
• Are there tailored plans for your business?
• What integrations are offered?

Dynamic Bidding for Call Centres

As call analytics plays a key role in acquisition, optimising spend on both organic and purchased leads is crucial. Phonexa’s new feature, Dynamic Bidding, offers valuable solutions. 

Read also: Dynamic Call Tracking: Core Principles & Practical Applications

Dynamic Bidding

Dynamic Bidding enables you to set custom acquisition models, adjusting lead prices based on source, type, intent, time, and other factors. This means paying more for high-value leads likely to convert and avoiding overspending on lower-quality or competitive leads. 

Examples of acquisition strategies:

• Raise bids for trusted publishers
• Increase bids during peak hours to meet lead volume goals
• Stay within budget constraints

 

In short, Dynamic Bidding creates a multi-level lead acquisition system that eliminates the need for separate campaigns for each lead flow, keeping everything optimised and coordinated.

Call Flows with Phonexa: Ping Post and Ping Tree

Whether you’re buying or selling leads with Phonexa, you can use two types of architecture – Ping Tree and Ping Post:

Ping Tree is a pre-defined distribution model where you sell leads to predetermined companies. If the highest-ranked company in the ping tree declines to purchase, the lead is passed to the next highest-ranked advertiser, and so forth.

 

Ping Post, by contrast, operates as an open marketplace where companies bid for the leads they wish to buy, with the highest bidder securing the lead. Prior to bidding, companies receive key information about the lead to inform their bids. Once the lead is sold, the buyer is provided with the remaining lead details.

There’s more: Our updated Ping Post Calls 2.0 platform enables affiliates to participate in the bidding process — something that was previously reserved for advertisers only. With Ping Post Calls 2.0, affiliates can select which calls they wish to sell, at what price, and to which companies.

Call Analytics and Call Tracking Numbers

It’s no secret that the form and type of business number are a huge marketing component. For example, using vanity phone numbers – such as 844-PHONEXA or 1-800-FLOWERS – is a great way to connect the caller to the company and imprint your core ideas into their mind. Likewise, local phone numbers can be of great value for industries where consumers tend to prefer local brands.

The good news is that as a Phonexa client, you can get any type of call tracking numbers you’d like and use them to attribute inbound calls and for call analytics. Likewise, you can import the numbers you were using with your other provider just as smoothly so you can preserve your brand identity.

The right call tracking numbers will help maximise the impact of your organic and pay-per-call campaigns, driving more callers to your call centres. Additionally, with Call Logic, you gain access to a wealth of insights collected during the caller’s journey and can even record the conversation itself for further analysis.

Last but not least, Phonexa’s call and contact centre predictive analytics enable you to simulate call campaigns, allowing you to choose the winners and replace costly analytical teams while streamlining lead generation and driving conversions like never before. You can toggle switches and adjust variables until you find your unique marketing formula, and this costs you nothing.

“Right now, we’re using a multitude of AI tools for predicting outcomes and why those outcomes turned out to be, say, X instead of  Y. I think that’s the stuff that will take some time, but you’re already seeing initial use cases of data analytics and predictive capabilities kind of start to surface, where we don’t have a strong use case yet. We’re starting to see that develop. Attribution gets stronger as a result of that, and then predicting outcomes becomes more methodical than I think they were in the past.” – Talar Malakian

 

How To Implement Call Centre Analytics Solutions with Phonexa

• Step 1: Book a demo to discuss your goals and onboarding requirements
• Step 2: We are going to provide an in-depth system overview, including specific call centre analytics use cases pertinent to your business model
• Step 3: We help you set up the software and integrate it into your existing call flows

Last but not least, we’ll ensure your software runs smoothly at all times.

Get Phonexa’s all-in-one performance marketing software suite at a single price:

Build your plan now, or book a demo to learn more about Phonexa. 

Frequently Asked Questions

What is call centre analytics?

Call centre analytics software enables organisations to gain a deeper understanding of their performance. Call centre analytics reporting, such as customer satisfaction rates, sales & customer service agent performance, and revenue per call, can help you build successful call campaigns.

How long does it take to track a phone call?

Call intelligence platforms, like Phonexa’s Call Logic, provide instant and accurate insight into the source of a call. With phone call analytics and tracking as part of performance marketing technology, it’s possible to track phone calls in real-time and capture crucial caller data without limiting the duration of the callers’ calls.

What are call centre metrics?

Call centre metrics are measurable performance benchmarks that demonstrate the performance of service centre agents and call centres. By using key metrics such as agent productivity, operational efficiency, and customer satisfaction, brands can identify areas of improvement and track growth in their team’s performance.

What is call quality monitoring?

Call quality monitoring is essential for customer-centric organisations to ensure the highest quality calls and other customer interactions. By recording agent-customer conversations and assessing each aspect of the journey from start to finish, contact centres can use data-driven call analysis to improve resolutions, leading to improved customer satisfaction levels and business growth.